Together with creative agency Valtech Radon, Pantene now launches the third chapter of the longterm initiative #HairHasNoGender – exploring the power of hair in identity and self-expression. The chapter focuses on LGBTQIA+ workers' professional situations and encourages organizations to create safer and more inclusive workplaces for LGBTQIA+ employees to be able to express their full identity, including wearing the hair they want.
Research has revealed that 53% of LGBTQIA+ feel the need to hide their identity at work*, and fewer than 0.3% of Fortune 500 board directors were openly LGBT in 2020**. Based on these insights, Pantene now launches the third chapter of #HairHasNoGender, exploring both the power of hair to express identity and the power of having support from those around us to enable that selfexpression in the workplace. In addition to the launch of a campaign film, Pantene also releases educational resources for organizations to create a more inclusive workplace. These resources were co-created with the cast members and several different associations across the globe, including OUTLEADERSHIP and TheDressCode Project.
This professional campaign titled 'Workplace: Re-imagined' was published in Sweden in May, 2022. It was created for the brand: Pantene, by ad agency: Valtech Radon. This Integrated medium campaign is related to the Beauty and Public Interest industries and contains 1 media asset. It was submitted almost 2 years ago.
Creative & production: Valtech Radon
DOP: Tommy Olsson
Stills: Sara Dehlin, Joel Ekström
Gaffer: Kent Kentää
Set designer: Matilda Beckman
Stylist: Evelina Ulvinen
Make up & hair: Johanna Nomiey